PLM, the Path to Innovation Consumer Packaged Goods Contact€¦ · stop. CATIA V6 goes beyond the...

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Consumer Packaged Goods PLM, the Path to Innovation

With 3D, your customers are your best designers.Working in 3D lets you integrate your customers’ preferences into your project

more easily than ever, even online. Together, you can create, share and expe-

rience your ideas - all in 3D. With Dassault Systèmes solutions, your company

is empowered by a new, universal language to invent the product of the future.

Discover SolidWorks, CATIA, SIMULIA, DELMIA,

ENOVIA and 3DVIA at www.3ds.com

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DASSAULT SYSTEMES LTD

Suite 9 -10 Riley Court - Milburn Hill Road

Coventry CV4 7HP

CATIA V6Virtual Design for PLM 2.0

Arup SportPushing the Limitsin Facility Design

DESign SAOut of Africa

Laura, age 10.

“What about putting a gym in the plane?”

TOLL-FREE CALL FROM A LAND LINE WITHIN EUROPE

9383-CM8 NORTH:Mise en page 1 28/07/08 11:37 Page B2

InternationalEditorial

Contact magThe DS PLM Magazine published by Dassault Systèmes9 quai Marcel Dassault - 92150 Suresnes - France • Publication Executive: Denis Senpéré• Publication Manager: Céline Pérès • Editorial Board: Frédéric Lefebvre, Alain Floutier,

Maryla Bachmann, Steffi Dondit, Lisa Granton, Jean-Marc Galea, Fulvia Vaccher, Corinne Hirzel, Irina Seledkova, Paola Briani

• Photo credits: Dassault Systèmes’ customers and partners Cover image: courtesy of L’Oréal

• Design and Production: Images et Formes • Printed in France - “ISSN applied for”

3Contact mag | n°9

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in practice• CATIA Drives PLM at Ascari Cars• Arup Sport: Pushing the Limits in Sports Facility Design• Rogers Yacht Design: Non-Stop Around the World• DESign SA: Out of Africa

academics• The Nuts and Bolts of Cognition

To receive or to be featured in further issues please contact [email protected]

UK, Ireland and SA

There are times when we all getthe feeling that time acceleratessharply. Since we’ve introduced

the spiral of innovation with our V6 PLM 2.0platform early this year we, at Dassault

Systèmes, clearly have that strange feeling.

We have now moved to the official delivery phase of our V6 solutions and the number of pilot projects where we introduce V6 is on the upswing. And the first results are extremely encouraging: “ease of introduction, good perfor-mance, real openness, reliable, excellent V5/V6 compatibility,cool on-line collaboration tools” are just some of the comments we frequently hear during these pilot projects.

From every standpoint, we are now convinced that the evolution from V5 to V6 will be much, much faster than theone we observed from V4 to V5. So let us all acceleratetime and innovation with PLM 2.0!

In this new Contact Mag issue, we hope you will enjoy discovering the value of PLM in the Consumer PackagedGoods industry. Yet another new industry segment wherethe deployment of our V5/V6 PLM solutions brings lots ofbusiness benefits and remarkable return on investment.Make it yours now!

DENIS SENPÉRÉ

Senior Vice-PresidentDassault Systèmes]

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news• CATIA V6: Virtual Design for PLM 2.0

partner• Federated eBOM Makes Heterogeneous

Environments Seamless

feature• Consumer Packaged Goods - PLM, the Path to Innovation• Dedicated Solutions for the CPG industry• Consumers too can create in 3D• Managing Ideas with Integware• Technology at the Service of L'Oréal• Barilla: from a Functional to a Process Approach

product• Dynamic Simulation for Multi-Engineering Systems• Volvo Cars: Active Safety• BPA Business Development Increase

the Odds for Project Success

9383-CM8 NORTH:Mise en page 1 28/07/08 11:37 Page 2

European CATIA Forum• Date: November 26-27, 2008

• Location: Disneyland Paris, France

• Registration: www.3ds.com/news-events/ecforum

Mark your calendar!DELMIA European Customer Conference• Date: October 15-16, 2008

• Location: SI-Erlebnis-Centrum, Stuttgart, Germany

• Registration: www.delmia-cc.com/europe.htm

5Contact mag | n°94 Contact mag | Dassault Systèmes

with it in an intuitive way as if it were a realproduct. It promotes collaborative innovationbetween all the players in a company’s eco-system with a new set of tools that addresscreative product design by allowing accessand manipulation of the 3D product throughoutits entire lifecycle.

GLOBAL LIVE COLLABORATIVE DESIGN3D is the ideal media for collaborative innovation.Dassault Systèmes has put it at the center of the enterprise by making it accessible toeveryone thanks to 3D Live, the 3D portal for all product development participants. In CATIA V6, collaborative innovation isbrought to the user in various ways:• On-line global collaboration: people are

connected to the same PLM Intellectual

Property (IP) reference, react, and maketheir modifications all together on this singleplatform, at anytime from anywhere.

• On-line instant collaboration for 3D brain -storming: new tools enable everyone toidentify other contributors, connect in apeer-to-peer manner, chat, exchangesnapshots, perform co-review and, mostimportantly, co-design to exchange designintent in 3D.

SINGLE PLM PLATFORM FOR IP MANAGEMENTDesign data is accessible online from the single PLM platform and is managed as objectsin a database and no longer as documents.This breakthrough in terms of data managementallows users to manipulate the PLM objectsat the right level of granularity. This guaranteesa better life cycle management betweenthose PLM objects and ensures true concurrentengineering and higher performance onlinecreation. As an example, two users from twodistant sites can work in parallel on the sameproduct without locking each other out as theywould in traditional CAD systems. The singlePLM platform also enables multi-discipline

collaboration faster and more easily than everbefore. For example, people who do manu-facturing will be able to work on the sameproduct as those who design or do digital simulation. This means that all actors use the same information as the basis for theirdiscussions.

TOWARDS A SYSTEM ENGINEERING APPROACH3D is the design media of choice for productauthoring and creation. However, at the modeling level most systems approach virtual product design by mainly focusing ondesigning the skin or shape of the product,its mechanical functions and the equipmentthat makes up the product. In reality, though,many technologically advanced productshave “brains” or embedded systems thatpilot the way they function. When you want to stop your car, you step on the brake. By stepping on the brake, you are actuallysending a signal to the braking system thatpilots and coordinates the different components

Schuler is adopting V6Schuler AG is a leading global manufacturerof mechanical and hydraulic metal formingproducts, systems and services. The companyis enhancing its V5 PLM solution by adoptingV6. Its different work sites throughout the world each handle different productparts and processes. The complexity of its products requires real-time data sharingand decision making among engineers,suppliers, and customers. They can benefit from V6’s single PLM platform andconnect on line from wherever they are via a simple Web connection to work inconcurrent engineering. This on-line remotecollaboration would remove the constraintsof replication and users will be able toshare their work-in-progress together inreal time in 3D. “V6 reduces the problem of bandwidth and latency time. All our stakeholders could connect and work together simultaneously on the same product,” said Walter Knoblauch - PLMManager. And with 3D Live and the turntable and heads-up displays, Schuleremployees, even non-technical staff, would be able to navigate, understand and participate in product definition in 3D.www.schuler.de

For more information:www.3ds.comwww.catia.com

news

To increase the odds of success, companies are harnessing the collective

intelligence of customers, marketing experts, sales people, designers and

engineers, before, during and after the product is defined. This provides

them with an undeniable source of creativity, essential in today’s

competitive business environment. CATIA V6 on PLM 2.0 allows

this participative process of product development to happen.

CATIA IS FUN TO USEToday’s young generation of video game aficionados naturally learn, play, and socializein a virtual 3D world. Relying on the aggre-gating power of 3D, they easily and intuitivelysearch for and access new information, ma nip -ulate game characters and environments,and connect with other players on the internetto share their live experiences. Today, productdesigners have similar expectations: theywant access to all the relevant product datafrom a live 3D session. V6 fully embodiesthese principles and offers the same pleasure,simplicity of interaction and feeling of comfortto business applications. CATIA V6 truly engagesin life like experience, bringing unmatchedrealism to product design. It provides everyonewith the ability to see the product at any timeduring its development and to experiment

of this system so that the car comes to astop. CATIA V6 goes beyond the physical aspects of a product and promotes a SystemsEngineering or multi-discipline, collective approach to product development based ona unique Requirements, Functional, Logical,and Physical approach. Designers can, therefore, go further than modeling theshape, mechanics and equipment of a product. With CATIA V6, they can modeland simulate the behavior of the embedded software systems in a product.

CATIA V6, A REVOLUTION AND AN EVOLUTIONFrom what we have seen so far, CATIA V6 is clearly a revolution. Yet, it is also a naturalextension of V5: the ramp-up time will be short for V5 users and the transition inmethodologies from V5 to V6 very smooth.This first release of CATIA V6 covers nearly80% of the V5 portfolio making it ready for implementation in selected industries. Inaddition, with V6, customers have a portfoliothat is mapped to their specific industrial processes •)

]By Pascal Turcq

CATIA V6: Virtual Design for PLM 2.0

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PROSTEP AG provides integration solutions between different PLM

applications in a heterogeneous environment. Contact Mag spoke

with Dr. Bernd Pätzold, President of PROSTEP AG, on recent

developments in PLM integration and the company’s partnership

with Dassault Systèmes.

C.M.: What is the nature of PROSTEP’spartnership with Dassault Systèmes?B.P.: Because PROSTEP provides integrationsolutions between different PLM applicationsin a heterogeneous environment, it is importantfor us to work with leading PLM systemproviders to learn about their products andtheir strategies and to have access to theirtechnology. We therefore became a DS CAAAdopter partner over five years ago and as of last year enhanced our CAA partnership by jointly developing the Federated eBOM solution for ENOVIA with the ENOVIA organi-zation. Federated eBOM provides access, via ENOVIA, to other PDM systems such asAgile (Oracle), Teamcenter (Siemens) andSAP. Available worldwide to all DS partners, itis now based on the V6 architecture and ourOpenPDM technology, a PLM middleware

infrastructure that integrates different PDMsystems. It provides connectivity to externalenterprise data and uses this data as if itwere residing in ENOVIA.

C.M.: What customer scenarios does Federated eBOM apply to?B.P.: One scenario is when customers needto migrate their data from their existing infra-structure to their new ENOVIA platform. WithFederated eBOM, they can access, from thenew ENOVIA system, their old data and workin the new system on this data. FederatedeBOM is also the right solution for companiesworking in a heterogeneous distributed PLMenvironment comprised of different businessunits each managing their data with differentPDM solutions. Here, users need to be ableto access this data from their ENOVIA platform.Collaboration, in this heterogeneous environ-ment, becomes seamless.

C.M.: What is in store for the future?B.P.: Our perspectives for the near future are to provide integration to other systems, forexample for requirements management andfor electrical applications and to integrateCATIA V6 via the V6 architecture with non-Dassault Systèmes PDM systems. Our objectiveis to make integration for customers easierthan it was in the past •)

Federated eBOMMakes Heterogeneous

Environments Seamless

Contact Mag: How was PROSTEP createdand what is its prime objective?Bernd Pätzold: Founded in 1994, PROSTEPhas developed from a R&D center for the automotive industry into the leading providerof solutions for PLM integration, product dataexchange and product data migration, as wellas a provider of integration solutions for a widevariety of development disciplines. In additionto the PROSTEP Group, there is also theProSTEP iViP Association, a research organi-zation that focuses on standards for the automotive and aerospace industries. Today,PROSTEP is a company with a headcount ofover 250 PLM-Specialists in Germany, Franceand the USA. The company’s customer basecomprises leading enterprises in the aero-space and automotive industries, as well asshipbuilding and mechanical engineering.

Dr. Bernd PätzoldPresident and CEO, PROSTEP AG

For more information:www.prostep.com

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feature

Contact Mag: What particular challengesdoes the CPG industry face?George Young: A CPG product is a formulatedingredient inside a package, which makes it inher -ently different from a discrete product. Sincethis industry is governed by a complex reg -ulatory environment, CPG companies need toconsider the formulation and the package atthe same time and represent the informationthat’s in the formulation on the package. Secondly, CPG companies often work withsuppliers and subcontractors, and this posesthe challenge of being able to trace, throughouttheir supply chain, the origin of all raw materialsused. Finally, innovation is a very importantcompetitive factor in this industry. Companiesthat have done well over the last five years havebeen the ones with the highest track record ofinnovation. An example is one of Procter & Gamble’stoothbrush where the company used the design from an outside design firm, then incorporated consumer insights to perfectthe design making it one of the most

successful products of the last twenty years.The need for consumer insights is clear andis increasingly being built into the productdevelopment process.

Contact Mag: What role does a PLMsystem play in the development of aCPG product?G.Y.: The first role is that it’s the single versionof truth for product data management whereyou can go to one place and find integratedproduct information that shows both the formula and the package. This enables com-panies to provide accurate labeling on theirpackaging using information that comes fromsuppliers, which also improves traceability.PLM’s collaborative capabilities promoteopen innovation while reducing cycle timebecause you can look at formulas andpackage designs on line with your suppliers,you can make revisions in a virtual environ-ment, and everyone can see what these revisions are. We can say that PLM’s colla-

borative capabilities are helping CPG com-panies move away from the traditional way of doing things, which is a tendency to be insular and to derive all their ideas from within the four walls of the company.

Contact Mag: Why has the CPG industrybeen slow to adopt PLM?G.Y.: This is a traditional industry in whichtrade secrets, protection of intellectual propertyand secret formulas were always the key tocompetitive success and when you talkabout putting together a single version oftruth people are afraid that the trade secretsand some of these key formulations can become too visible and maybe too portableand leave the organization. Even thoughthese fears have not been entirely alleviated,companies are adopting appropriate IT security measures and moving forward because the advantages far outweigh the risks.We, at Kalypso, can confirm this trend sincethe rate of PLM adoption at CPG companiesis increasing rapidly, as are the benefits •)

An expert in innovation, product development and

PLM technology, Kalypso helps Consumer Packaged

Goods (CPG) companies define their product

strategy throughout the product’s lifecycle.

Contact Mag spoke with George Young, Managing

Partner at Kalypso, on the challenges facing

this industry and what CPG companies need

to do to improve their growth and productivity.

George Young

Consumer Packaged Goods - PLM, the Path to Innovation

Dedicated Solutions for the CPG industry ]By Raymond Wodar

and Gilles Mahe

From a marketing or packaging aspect,these new tools allow CPG companiesto create virtual product concepts that

combine the 3D geometry of primary packagingcomponents as well as the appropriate artworkand labeling information and to create thosemock-ups in real time instead of relying on industrial artist 2D sketches. These virtual mock-ups become totally interactive 3D environmentsand the marketer can put those mock-uppackages or concepts into context (a customer’shome, a retail or merchandising context), thentake the virtual product and put it in a virtualstore for example, and virtually analyze a consumer’s shopping behavior.

PRODUCT LIFECYCLE SINGLE VERSION OF TRUTHThe CPG solutions allow all actors to go to oneplace and find integrated product data thatshows both the formula and the package; this isthe single version of truth of the product record

Dassault Systèmes addresses the specific needs of the Consumer Packaged Goods (CPG) industry with

new dedicated technologies. A key objective is to deliver innovative new products that comply with

increasingly stringent federal regulations, and to ultimately provide an industry specific collaborative

platform to accelerate product delivery to market.

and consequently the virtualization of the productduring its entire lifecycle. ENOVIA is the keystoneof the CPG offering since it manages all productdata and information and makes this informationaccessible at any time to all those involved in product design, marketing and manufacturing.The CPG offering is enhanced with CATIA 3Ddesign tools for virtual product shaping and styling, SIMULIA products for design verification,simulation and analysis of product behavior in different situations (a package falling on the floor,for example), DELMIA tools to simulate completeproduction line efficiency and products from3DVIA to simulate the consumer experience.

KEEPING TRACK OF ALL CPGPRODUCT COMPONENTSStrict regulations force CPG companies to declare what is in their products down to the chemical constituent level. This means they need to rapidly be able to trace all raw materials throughout the supply chain. Specifi-cation management is the foundation for CPG companies to adhere to specific com-pliance rules, authorizations and approved product specifications for manufacturing. It can also impact bill-of-materials definition,downstream supply processes and raw materialprocurement processes. >>



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CPG ACCELERATOR FOR GLOBALSPECIFICATION MANAGEMENTCompanies that also need to collaborate withtrading partners and extended design chainswill benefit from a new ENOVIA product calledCPG Accelerator™ for Global Specification Management. With this new product, CPGcompanies can capture the complete productdefinition for a finished good and keep track of the interaction between the formula and the package as well as the process to maketheir product. CPG Accelerator™ for GlobalSpecification Management is a collection ofbest practices of Dassault Systèmes CPG partners and customers that provide maximum

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Integware has a strong track record in configuration management, productdevelopment, program management,

quality systems and other PLM solutions, but innovation, early estimation and costing

Managing Ideas with IntegwareEarlier this year, Dassault

Systèmes and Integware signed

a partnership agreement that set

the foundation for the development

of solutions for the Life Sciences

and the Consumer Packaged

Goods (CPG) industries that

combine Dassault Systèmes’

ENOVIA technology with

Integware’s expertise in PLM.

analysis is where it sets itself apart in the CPG industry. Integware’s multi-discipline consultingstaff has extensive experience in developing optimal solutions to business challenges. “To deploy our solutions, our consultants follow a rigorous software development process that can be scaled to any project size,” commentsChris Kay, CEO.

Within the global product development process,the Ideation and Product Conceptualizationphase is accomplished via stage gate processesand supported by dashboards and real-time reporting within the ENOVIA software.As a CAA Gold Partner, Integware has developedsoftware products for ENOVIA in the areas of,change management, stage gate processes,quality audits, and Corrective Action Preventive

For more information:www.integware.com

Action (CAPA). These solutions have been deployed at many large organizations to addresstheir unique business needs thus reducing customer support and implementation costs.

One of Integware’s most recent engagements of ENOVIA solutions includes deployment of Marketing-Ideation consulting services for a majorindustry leader in cosmetics and women’s beautyproducts. These services extend the client’s ability to evaluate, plan, forecast sales and integrate marketing data with other critical business systems such as reporting and workorder management systems •)

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CPG Accelerator features• Creates a single version of truth of CPG product data by replacing

isolated documents/ data systems used for product developmentwith a single, global, and validated process-driven system of record. Creators, collaborators and consumers will have access to a consistent, up-to-date, single source of information.

• Provides an easily accessible, global yet centralized database of product specifications, supplier list, raw materials specifications that can be reused instead of re-inventing the wheel every time a new product is launched. Companies drive their costs down and margins up because they benefit from economies of scale.

• Focus is shifted from linking product specifications to documents to attaching them to the product itself at the component level. By optimizing product specifications and providing global access to product related information, decisions can be made faster, anddownstream errors dramatically reduced. Raw material usage, costs, and product quality are also improved.

• Provides pre-configured CPG approval processes, which ensure thatall necessary approvals in a company’s CPG organization are obtainedthroughout the release process. Approval process templates can be

customized to define, for example, the type of approval required and from which person in the organization.

• Provides pre-configured CPG specification templates with typicalCPG design and functional specifications to help create new specifications. They include characteristics such as packaging color and weight parameters, capsule specifications for bottles and appropriate tolerance information with units of measure.

• Provides the ability to manage data from the CPG supply chain suchas trade name, distributors and manufacturing locations for raw material and packaging specifications. Search capabilities can locatespecifications by supplier and/or trade name. In addition, CPG companies can collaborate with the responsible supplier while creating specifications as well as during the review process.

• Provides a database of norms and regulations such as the CTFA(Cosmetic, Toiletries, Fragrance Association), CAS (Chemical Abstracts Service) and EINECS (European Inventory of Existing Chemical Substances) that manage formula ingredients informationand the possibility to search for specifications by type of ingredient.

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value for the CPG industry. It allows companiesto maintain specification control for manu-facturing compliance and also configures theirbill of materials.CPG Accelerator helps CPG companiesachieve their quality goals while benefitingfrom regulatory compliance. They can capturepackaging components, the artwork and theformula as well. The formula is also decompo-sed into raw materials and the ingredients down to the chemical definition level. Compa-nies can store and manage this information as well as the process of change control of the formula and the regulatory compliance of its constituents •)

Consumers toocan create in 3D

Rather than wait for a product to be designed before being tested

by consumers, why not get consumer feedback while it is still

in development?

and create, in real time and via a 3D interface, thepackaging for their yoghurt and to picture it on asupermarket shelf or in their refrigerator.With 3dswym, the advertiser can personalise product launches for more effective marketing that responds better to the needs and imaginationof consumers in all their diversity. The 3dswymplatform enables qualitative studies to be under-taken, volume mock-ups to be created, consumertests to be performed, etc. A few clicks are all that is needed to enable consumers to vote overthe internet for their preferred packaging typein order to save on mock-up costs and to minimise the risks inherent to every launch •)

The advertising group Publicis and Dassault Systèmes joined forces last year to provide a joint response to this

question: the 3dswym platform. Based on Dassault Systèmes' 3DVIA technology, thisplatform offers internet users the possibility of participating in the design process of the product.Often their experience of using a product can beof more value than engineers' ideas, so it makessense to give them decision-making power, particularly in the packaging design process and in the layout of sales outlets. With 3dswym, consumers have a whole paletteof tools (visuals, logos, colours, shapes, sizes,etc.) which enables them, for example, to devise

]By Céline Peres

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BETTER COLLABORATIONTHANKS TO CATIAWith 3D as its principle design vector, designersuse CATIA to facilitate communication with mar-keting as well as with suppliers that produce thedifferent packaging components. “Our job is totransform a dream into reality,” said Gilles Baudin.“CATIA makes it easy to exchange ideas with ourcolleagues and partners thus increasing innova-tion,” said Dominique Noël. “We can show mar-keting any suggestions we may have on theirinitial idea, directly in 3D, in a matter of minutes.In one afternoon of brainstorming our designerscan show the impact each design decision hason the overall package and create a virtualmock-up that incorporates everyone’s ideas,”said Dominique Noël.

Since packaging components are produced bysuppliers that use a wide variety of technologies,the packaging department has to ensure thateach part fits seamlessly together as if the entirepackage were produced in one place. Theremust be continuity between the surfaces of thecap and the body of a bottle once it is assem-bled. Working in a virtual 3D environment makesit possible to perform simulations that ensure thisbefore actually assembling the package together.

“Package strength and resistance to shock,compression, and other forces are virtually testedusing CATIA Finite Element Analysis,” said

“L’Oreal launches many new innovative productseach year, which requires us to design newpackaging at a fast pace. Thanks to CATIA, withthe same number of designers we have been ableto multiply by 2 the number of 3D designs we candeliver,” said Gilles Baudin. In effect, with CATIA,collaboration, exchanging of ideas and the speedat which these new ideas take shape haveadded a new dimension to the way the designersapproach each new project - with passion •)

Technology at the Service of L'Oréal

More about L’OréalAs the world leader of the cosmetics industry,L’Oreal is dedicated to serving all forms ofbeauty around the world. The Group ownsan unrivalled portfolio of 25 international, diverse and complementary brands, andemploys more than 60,000 people. With thebiggest R&D budget in the beauty industry,L’Oreal places innovation at the heart of itsstrategy in order to constantly anticipateconsumers’ expectations and to offer themproducts of the highest quality and value.www.loreal.com

“L’Oréal Produits Grand Public” in Paris uses CATIA to design all the packaging for its products in

Europe. Bottles for shampoos and conditioners, mascaras and lipsticks are some of the packaging

products they design for L’Oréal brands such as L’Oréal Paris, Maybelline, Garnier, and LaScad.

At the service of L’Oréal’s creams, shampoosand cosmetics globally recognized fortheir high quality and efficiency, the

package is an essential part of L’Oréal’s productsand the first contact the consumer has with theproduct even before using the formula inside. Asuccessful package is one that consumers find niceto look at and touch, that enables the consumer toapply the formula with as little effort as possible,that is easily recognizable on the store shelf andthat incites the consumer to buy the product. Thepackage must also be functional because it has todeliver the product in the most optimum way, it some -times has to be airtight to protect the formula, and

it has to inform the consumer by way of its label.Respecting essential requirements and regulationsare also of utmost importance. Packaging mustbe manufactured so that the packaging volumeand weight is limited to the minimum amountneeded to maintain the required level of safety,hygiene and acceptance for the packaged productand for the consumer.

A CREATIVE PROCESS BORN IN MARKETINGLaunching a new product is a creative processthat begins in marketing and enhanced with inputfrom different teams. The result of extensivemarket research, an idea for a new product issubmitted to the packaging department as amock–up or sketch, with specifications on what

the future product should do. “Our job is to designthe most appropriate package for the product inthe shortest amount of time to satisfy consumerbuying preferences and technical accuracy,” saidGilles Baudin, Packaging Director Europe, L’OréalProduits Grand Public. “We also have to take intoaccount the aesthetic, functional and regulatoryconstraints inherent to all mass market products.”

ANTICIPATING DOWNSTREAMNEEDS EARLY ONThe packaging department also has to satisfyconstraints imposed by L’Oréal’s productionunits. “Anticipation is key,” said Dominique Noël,Design Manager, L’Oréal Produits Grand Public.“We have to incorporate, early in our designs,features that will counterbalance any adverse effects a package may be subjected to duringproduction and that can slow down the productionprocess.” For example, by adding a rib on theneck of a bottle it will increase its structural integrity when the different parts of the bottle are assembled and prevent it from buckling when the cap is placed on the bottle. “This “trickof the trade” allows us to make a thinner bottle overall and reduce material usage and costs,”said Gilles Baudin.

feature

]By Dora Lainé

Patented packaging by L’Oréal.

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Dominique Noël. “We also simulate the positionof the label on the bottle using the Develop functionto create a flattened image on which we positionthe label. If there is any problem, we are betteroff finding it in CATIA than on the production line,”he adds. With CATIA designers can rapidlycreate several versions of the same package(200ml, 300ml, etc) in anticipation of a possiblefuture request to change its capacity.

INCREASED PRODUCTIVITYDesigning in 3D has dramatically improved pro-ductivity. Its four designers are able to handle allof L’Oréal Europe’s packaging design needs.


14 Contact mag | Dassault Systèmes 15Contact mag | n°9

Barilla: from a Functional to a Process Approach

Contact Mag: How did you tackle the introduction of the PLM project to thecompany?Marco Rossi: Launching an increasing number of new products on the market andconfirming and building the brand identity of the Barilla Group, has required redefinition of our company culture both in terms of orga-nization and processes. The PLM project is part of a larger initiative thatis capable of supporting such a change, and it has been a response to the requirements ofimproving the efficiency and speed of the productdevelopment processes, moving from a func-tional to a more process-focused approach,making possible a synergy between the Group’sdiverse realities and guaranteeing qualitativeand process-related standards for all theGroup’s entities. For Barilla, PLM represents areal “backbone” that combines organization,business processes and product information;more particularly it helps us to completely inte-grate engineering and manufacturing, as it introduces a new company culture of how tomanage a product throughout its whole life cycle.

C.M.: What were the needs of Barilla?M.R.: The fundamental elements for PLM withinour organization were improving process effi-ciency, producing a model of product informationthat would work for all the Group’s entities andcreating a real “repository” of product know-ledge. Faced with such objectives, the Group’sexpectations for this project were considera-ble, as they had to guarantee consis tency ininformation and in processes for the whole organization on both a national and internationallevel, redesign the crossover workflows of product development, make the informationwidely available, and last but not least, facilitatecollaboration with our external partners.

C.M.: Why did you decide to adopt ENOVIA from Dassault Systèmes?M.R.: We carried out a selection phase thatinvolved the main players of the PLM market, atthe end of which ENOVIA MatrixOne respondedin a precise and convincing manner to our pre-requisites. Particularly concerning functionalaspects, ENOVIA MatrixOne demonstrated itsability to manage the specifications related todifferent shop floors from raw materials to handlingunits and from consumer units to trade units.Other important functionalities are those ofworkflow management with the respectiveauthorisations and an integrated documentmanagement system. From a technologicalpoint of view, with ENOVIA MatrixOne wevalue the flexibility of the solution that allowsus to respond to our users’ needs, through action that focuses more on configurationthan on solution customisation, from the datamodel to the user interface. This also allowsus to avoid the burdensome rewriting ofcodes, thus improving implementation times

and reducing maintenance costs. Finally,other important international businesses havecontributed to creating the capacity for completeintegration with our ERP reference system, SAP.

C.M.: What were the implementationphases for PLM within the Group?M.R.: We started off with a detailed analysis inFebruary 2005 and on 4th July of the same yearwe were already in production with the “MasterData” functionalities for products, then, inNovember with the specifications for both rawmaterials and packaging, and in February 2006we went into production with the managementof different shop floors and specifications forthe finished product. This project respecteddeadlines, which I must say were ambitious,and costs, allowing us to be in sync with the implementation of our ERP SAP systemand replace the various legacy systems developed in the previous years. To date we have implemented further functiona-lities such as the part of project managementthat supports new product development andintroduction processes with Stage-Gate meth -odologies. We have also insisted on the possibilityof activating views of the various shop floors in relation to factory processes and functionswith ENOVIA MatrixOne including the viewof manufacturing in relation to the chosen production works. In the meantime, fromSeptember 2006, the PLM solution has alreadygone beyond Italy’s borders and has been

implemented by our organisations in northernand central Europe. Recently, we integrated thePLM solution with some virtual markets, allowingthem to view our catalogue and it is currentlybeing implemented for our organization in the US.For our Group, PLM is an element of successthat supports our growth strategies. All of the Group’s top management is supporting the PLM initiative along with otherstrategic projects and “change management”for defining new business processes, withoutwhich no change could take place.

C.M.: What steps will be taken in the future?M.R.: The development that we have plannedfor our PLM solution will concern (among someother functionalities that will be necessary tosupport the dynamism of the Barilla Group)the strengthening of the actual functionalitiesof document management involving clientsand suppliers. Further developments will be determined by the ability of Dassault Systèmes to anticipate and interpret as well aspossible the needs of businesses such as ours.Just recently, Barilla had the possibility ofmeeting with your president Bernard Charlès,who, in addition to confirming the fact thatENOVIA MatrixOne is the basis of the PLMsolution at Dassault Systèmes, showed ussome guidelines of how virtual reality couldhelp us in defining packaging, an importantelement of success when it comes to thefinal consumer, and in the portability and

navigability of product information for in-house users who are unfamiliar with a simple alphanumerical representation of the information •)

• Reduction of lead times by 66% for product data definition

• Redefinition and reduction of over 50% of product characteristics with significantsavings in costs and time

• Simplification of product prototypes; todaywith fewer than 70 templates we manageover 5,000 types of packaging materialand this means significant savings in management time and in harmonisationfor all the Group’s entities

• A single “master data” functionality butwith different views for R&D, Marketing,Sales, Packaging, Engineering, Purchasing and Manufacturing

• One “language” that is unique and common to all.

Marco Rossi

The Barilla Group, world leader in various product lines,

selected ENOVIA MatrixOne to change the way they

operate within different functions. Contact Mag met

Marco Rossi, IT Business Process Support Manager

at Barilla, to understand how the group responds

to the challenges with which they are faced.For more information:www.barillagroup.com

Key benefits for Barilla

feature


product


Preventive actions play an increasinglyimportant role in vehicle safety. Real lifetesting in combination with computer

testing, which is both time and cost efficient,enables Volvo Cars to enhance its safety know-ledge. To what extent, then, can modelling andsimulation replace testing in the active safetysystem development process? “If you can rep -resent the vehicle behaviour with a mathematicalmodel, you have a great platform for active safetysystem development”, says Per Ola Fuxin, Manager,Active Safety Functions at Volvo Cars. ”However, amodel must not just be valid in the sense that

it captures the results of already tested scenariosand parameterisations. It must also be able topredict the effects of new scenarios, parametersand configurations”, he continues.

VALID MODELLING APPROACHTo address this, an important part is to showthat by having valid subsystem and componentmodels, the resulting vehicle model shall also bevalid. The work is conducted in Dymola withmodels built from Modelon's VehicleDynamicsLibrary, implemented in Modelica. These modelsare hierarchically built-up where each subsystemis easily replaced by another. The subsystemsare parameterised individually from constructiondata or isolated tests before they are assembledto form the complete vehicle model. The vehiclemodel is then simulated and the results arecompared to the corresponding real-life testsfor validation.A further advantage with the modelling approachis that this hierarchy continues down to thecomponent level where the Modelica code canbe viewed and modified. ”In this respect, theModelica approach is appropriate. The openness

of the code essentially gives us the advantagesof an in-house tool without having to have asoftware development team in-house”, saysMats Beckman, Tyre Specialist at Volvo Cars.A particular case where a model-based approachis valuable is when we want to learn the effectsof parametric uncertainties; these can, for example,occur from different road conditions, load casesand tyre pressures. ”Zooming in on the detailsto study how each component or subsystem influences the entire vehicle behaviour is the key to an efficient and systematic analysis”,says Bengt Jacobson, Technical Specialist, Vehicle Control Architecture at Volvo Cars.” Understanding how different parameter changesaffect the vehicle allows us to adapt sensors,estimators, and controllers in an efficient wayto continue to improve safety”, he concludes •)

Safety continues to play a prominent role in the development of Volvo

cars. Traditional development and testing of active safety technologies

is important from a real-life perspective. On the other hand, computer

testing is both time and cost efficient. As part of its continuous strive

to improve the overall safety of its cars, Volvo Cars is adopting

model-based approaches to active safety system development.

The complexity of today’s products andthe need to model complete systemsthat depict reality is a challenge most

manufacturers face. For example, the operationof an internal combustion engine involves thecomplex and continuous interactions betweenmultiple areas of physics, specifically, mechanicalmotion combined with thermal, fluid, chemicaland electrical phenomena, all of which requireintegration with a control system.

MODELING INTEGRATED MULTI-ENGINEERING SYSTEMSDymola, Dynamic Modeling Laboratory, is acomplete tool for modeling and simulation of integrated and complex or embedded systemsfor use in automotive, aerospace, robotics, process and other applications. Its unique multi-engineering capabilities provide new and revolutionary solutions for modeling and simulating the dynamic behavior and complex interactions between systems of different engineering fields, such as mechanical, elec-trical, thermodynamic, hydraulic, pneumatic,thermal and control systems.

With Dymola, users can build more integratedmodels and have simulation results that arecloser to reality.

Libraries are available in Dymola that containcomponents for the different engineering fieldsand that correspond to physical devices whichare simply dragged-and-dropped to build themodel. Models can be intuitively organized thesame way as the physical system is composed.Dymola use computer algebra to transformmodels into a more suitable form for numericalcalculations. This makes it apt to handle large,multi-engineering systems more efficiently.

The Dymola environment uses the open Modelica® modeling language. It is the only object-oriented equation-based languagetoday that facilitates the reuse of the dynamicbehavior of model components. Its model library of components can be modified to better match a company’s unique modelingand simulation needs. Of course, users can also create their own model libraries if they wish.

DYNASIM RELEASES DYMOLA 7.0Dymola 7.0 includes support of Modelica language 3.0 and features key enhancementssuch as improved model lifecycle managementcapabilities as well as new and extended modellibraries in addition to the new Modelica Standard Library 3.0. •)

]By Dora Lainé ]

At the core of CATIA SystemsThe CATIA Systems V6 solutions will takeadvantage of Dymola’s Modelica-basedtechnology. New in V6, CATIA Systems putsSystems Engineering at the heart of productdevelopment and provides a single platformfor hybrid, multi-disciplinary embedded systems modeling, behavior-driven simulation, and validation.

More about ModelonModelon is a Dynasim Partner that specializesin Model-Based Systems and Control Design,and is the premier provider of Modelica-related consulting and products. Modelon'sportfolio includes model libraries for airconditioning, vehicle dynamics, hydraulics,and pneumatics among others.www.modelon.se

For more information:[email protected]

For more information:[email protected]@modelon.se

Volvo Cars: Active Safety

By Mats Jonasson (Volvo Cars) and

Johan Andreasson (Modelon)

The test vehicle is equipped with car body levelling sensors, a steering robot, torque measuring wheels and a gyro platform.

Dynamic Simulationfor Multi-Engineering SystemsDynasim, a Dassault Systèmes company, provides modeling and simulation capabilities to

manufacturers of complex products comprised of systems from different engineering disciplines.

Its Dymola product suite enables companies to virtually see the entire product in operation

and monitor the interrelationships between the different systems that make it up, and thereby

reducing costs and time to market.

Example of responses (black,blue and red) for a vehicle

with three different values ofa perturbed parameter.


product

Drawing on many years of experience in creating preconfigured industry and cross-industry solutions, Dassault

Systèmes has identified features of their solutionsthat have been tried, tested, and shown to havea wider use across varied industries. Theseflexible solution features or components havebeen packaged as BPA, allowing more users tobenefit from the proven advantages of a certifiedcomponent of an industry solution. “Everyonewins with proven specialized applications thatreduce project risks and increase the odds formore success,” says Bruno Latchague, ExecutiveVice President, PLM Business Transformation,Dassault Systèmes. More than 20 BPA are availableon the latest V5 releases and cover different domains such as Systems engineering, specificindustry processes, and complex collaboration.CAVA and CSE are two of these BPA.

CAVA, Vehicle ArchitectureCATIA V5 Automotive extensions - Vehicle Architecture (CAVA) was developed in partner-ship with renowned German automotive OEMsand has been implemented at Audi, Bentley,BMW, Citroen, Mercedes-Benz, Peugeot, Porsche, Volkswagen and Skoda.

CAVA helps to ensure the compliance of a car's design, regarding vehicle architecture, vision, wipers, manikin, safety and other auto-motive design tasks, to national and internationalstandards like: Economic Commission for Europe (ECE), Environmental Working Group(EWG), (Environmental Working Group), Societyof Automotive Engineers (SAE), Federal MotorVehicle Safety Standards (FMVSS).

Throughout the development stage, new cardesigns must comply with international regula-tions, norms and standards, which do not onlyaffect OEMs. Approximately 70% of develop-ment activity rests increasingly with suppliers.CAVA features display the requisite internationalstandards information geometrically withinCATIA V5 and are saved on CATPart levels. The feature-based architecture also includesassociative architecture, i.e. changes in datainput prompt an update of the CAVA data.When non-compliance occurs, the user receives the relevant advice. Typical international

standards are provided with CAVA, but company-specific standards can also be easily incorporated.CAVA products offer a complete set of easy touse features covering rear view mirror, viewingfields, security belts, underfloor clearances,lamp positions, pedestrian protection, andmuch more. Associated pre-configured standards are built into CAVA and can easily be administered and extended to company-specific settings. CAVA creates reference orhelp geometry representing design space, clearance areas, or fields of vision required tosupport draft and design. And, since this helpgeometry is generated from the establishedstandards, any existing or new geometry can be verified against these standards during theentire development process of a car.

The CAVA architecture supports the entire process chain including the data created by the embedded supply chain. Through tight integration with CATIA V5, CAVA features canbe automatically interchanged with the CATIAdata so that suppliers and OEMs can use thesefeatures throughout the design process.

BPA Business Development Increase the Odds for Project Success

Dassault Systèmes proposes

Business Process Accelerators

(BPA) to customers of all sizes

to address and accelerate their

industry specific processes. These

flexible software assets are easy

to implement and help customers

achieve a faster return on

investment, without the cost of

maintaining a tailor-made software.

For more information about CAVA:[email protected]

CSE, Collaborative Systems EngineeringCSE integrates multiple domains to provide ahigh-level, collective view of an entire product.To design a successful system, engineers mustconsider both technical and business aspectssuch as performance, cost, schedule, sourcing,manufacturing and disposal.

Leveraging ENOVIA SmarTeam’s collaborativeenvironment, CSE centralizes all developmentefforts on a unified product definition and supports the systems engineering process fromneeds identification to final product validation. Itprovides a complete environment to engineerand manage requirements, while ensuring traceability across disciplines and across domains. “With CSE, we have succeeded in giving all 150 actors a single structured view of both the product and the process”, explainsFrançois Chivot, manager Systems EngineeringMethodology and Tools at Dassault Aviation.

Requirements management is one of the strongest differentiators in determining market-place success. To determine the correct set of requirements, engineers must consider themin the context of the whole integrated system.CSE enables the translation of customer terminology into engineering information through -out a product’s lifecycle. With CSE, users cancapture, obtain, and verify requirements as

well as generate documents, all within a collab -orative environment. CSE provides MicrosoftOffice integrations that support capturing/viewing/editing through Microsoft Word and Infopath. Other functionalities, like generation of Requirements Verification Matrices are alsoavailable in order to facilitate the requirementsanalysis activity, through Microsoft Excel.

With CSE users can allocate these require-ments to the systems engineering data, such as functions, logical components, test plans ordocuments. This traceability is a key point in allowing system engineers to analyze changerequirement as well as the resulting impact.Coupled with workflow and shared catalogs,changes specific to a configuration or acrossprojects can be rapidly communicated to globalstakeholders. The PLM platform facilitatestrade-off studies and alternatives, to evaluateproduct costs, quality and time standpoints.Because system requirements become connectedto the product definition, CSE ensures “rightto market” delivery by matching the final product with initial customer expectations •)

For more information about CSE:[email protected]

]By Sébastien Cardet, BPA Business Development

CAVA OVA

CAVA Wiper

CAVA Safety



Viewpoint

Earlier this year innovation at Dassault Systèmes steppedup a gear with the introduction of the V6 PLM 2.0platform. Pilot V6 deployment projects in the UK,

show that the technology delivers encouraging results andfundamental business and productivity benefits throughcollaboration, openness, ease of use, accelerated performanceand positive user reaction. We will bring you case studiesand user experience of V6 in forthcoming Contact Mags.

In this edition you will read about some very diverse applications of Dassault Systèmes technology in the automotive industry, at a supercar manufacturer, in sportsfacility creation, to accelerate industrial training, and to develop a UK entry to the Vendée Challenge, single handed round the world yacht race. We wish them thebest of British!

I hope that you enjoy reading these articles and thatthey inspire you to contact us with your success storieswhich could appear in future editions of Contact Mag.

in practice

academics

CATIA Drives PLM at Ascari Cars

DESign SA: Out of Africa

Viewpoint UK, Ireland and SA

To be featured in, or to receive, future issues,please contact [email protected]

Arup Sport: Pushingthe Limits in Sports Facility Design

MIKE CROWDirector, Channel Development

United Kingdom, Ireland and South AfricaDassault Systèmes Ltd]

Dear readers,

21Contact mag | n°9

The Nuts and Bolts of Cognition

28

30

22

24

26

Rogers Yacht Design: Non-Stop Around the World


in practice


BRITISH ROAD POWERAscari Cars Ltd is one of the most exclusive carmanufacturers in the world. Creator of thebreathtaking KZ1 and A10 supercars, the companyhas captured the imagination of elite driverseverywhere with its emphasis on speed, perfor-mance and precision engineering. Ascari Cars isso dedicated to the driving experience that as wellas its manufacturing facilities in the UK, it also hasa purpose built race resort in Southern Spain,the first of its kind anywhere in the world and aluxury retreat for Ascari’s exclusive guests.

Ascari Cars is not a high-volume car manufacturer.There will only ever be 50 KZ1s and 10 A10s,built by a small, highly skilled team of designersand engineers in Banbury. But what the teamlacks in scale, it more than makes up for in skill,precision, attention to detail and expertise. Withinthis environment, capturing and storing engineeringdata and knowledge is just as important as forhigh-volume manufacturers, and a vital part of creating and establishing an ongoing legacyfor the company and future engineering teams.

HIGH PERFORMANCE ENGINEERINGAscari’s design engineers had worked with severaldifferent CAD systems and owned various soft-ware technologies including CATIA. It was tediousand time consuming to control and manipulatethe data between the various systems so the com-pany consolidated to a single CATIA system topave the way for future generations of Ascari Cars.

Design and engineering knowledge now resideswithin the computer network rather than withthe engineers. The 3D digital representation isthe single reference point that is updated with

CATIA Drives PLM at Ascari CarsLike increasing numbers of smaller and specialist engineering companies, supercar manufacturer Ascari Cars

turned to CATIA for high performance engineering and a scaleable PLM solution.

Ascari KZ 1R Limited Edition developed using CATIA technology.

3D Ascari car data is retained using Dassault

Systèmes software.

Interior texture detail of Ascari roadcar modelled and rendered in 3D.


]By Nick Lerner

every design or engineering change and iteration.Dassault Systèmes technology automaticallyupdates the central model, ensuring that engi-neers are always working with accurate andcorrect information while creating a traceableevolutionary path for every component and part.

FASTER FASTER FASTERLike many smaller companies, or those still inthe early stages of design evolution, Ascari Carswanted to find a scaleable design engineeringsolution that offers the high performance capabilityto cope with the complexities of automotive development, as well as the ability to grow intoa fully formed PLM solution as the company develops, and its product portfolio increases.

System installation, integration and at elbowsupport has been provided by Dassault SystèmesValue Added Reseller, INCAT which was chosenfor the task of applying its expertise to this business, design, and product developmentproject because of its enormous experienceand expertise providing solutions to other auto-motive OEMs at the highest levels.

Full assembly models can be produced quicklyallowing changes to be made in minutes. Sincethe cars are customised for each individual, thisspeed of flexibility is an invaluable feature.

SUSTAINABLE LEGACYCATIA enables Ascari to work more efficientlytoday and to more simply develop future generationsof Ascari Cars. This advanced functionality has beenachieved through using a single data source anda clear product development path, so that allthe company’s design-to-manufacturing infor-mation can be easily accessed for any futuredesign project, whether that is for road or race.

The CATIA V5 solution at Ascari Cars offers thecompany, a consolidated approach to engineeringdata and a common intercommunications plat-form. The next generation Ascari cars will triggera step change in the company’s product deve-lopment processes, creating the need for a morefully fledged data system to cope with ever increasing amount of engineering information.

DRIVING DEVELOPMENTThe Dassault Systèmes solution provided to Ascariby INCAT is an example of how businesses of anysize are able to derive the same, and often higher,percentage returns as large-scale enterprises.

By committing design and production informationto a 3D model based methodology, design intentis maintained as an asset within the companyalong with production methodology and associateddata. Since each vehicle is unique, the availabilityof data related to every design iteration facili-tates instant information access. Retrieval of thisdata, for product development or improvementsto exiting models, is a quick procedure that also allows the company to retain a completehistory of its work and output.

In Dassault Systèmes technology, Ascari has founda flexible solution, which just like the cars it produces,has been tailor-made to deliver the best possibleperformance, no matter what lies ahead. For smallengineering companies data management is always an issue, and as operations expand PLMsystems must grow too. The 3D model basedtechnology used at Ascari Cars has enabled it to create a sustainable legacy for its data as it moves into the next phase of company and vehicle development •)

For more information:www.ascari.co.ukwww.incat.com

A scaleable design

engineering solution

offering world class

high performance.

«

Following consultation with Ascari’s design andproduction team, INCAT proposed a flexible solution of CATIA licenses including floating mo-dules of Generative Shape Design, one licenseof STEP and one Sheet Metal Design module.Smaller companies like Ascari don’t necessarilyhave in-house specialists on hand to guidethem through the implementation process. So support from INCAT, in the role of trustedtechnology partner delivered a flexible butstraightforward solution with the right level of training and facilitation. The software maintains control of Ascari’s engi-neering data through a rigid set of processesand procedures, which the company managesso that when future vehicles are developed, a system is in place to ensure that data is intactand readily available for deployment.

Since CATIA has been in place at Ascari Cars,the company has experienced benefits includingtime saving, seamless data migration, designdevelopment and ease of use. CATIA also enablesAscari Cars to communicate effectively with itspartners and suppliers across supply chain systems.


in practice


There are hundreds of new sports facilitiesbeing built across the world to host a rangeof events from The Olympics Games

and Premier Division Football to horse and motorracing, tennis, gymnastics and swimming, as wellas multi-purpose venues that enhance national,local and community sports activities.

Some of the best of these facilities, including the2008 Beijing Olympics Stadium, are developedusing CATIA advanced 3D model-based design-to-manufacture solutions from the 3D world leader,Dassault Systèmes and with the Gehry Technologies’Digital Project™ software platform. In preparationfor both Beijing 2008 and the London’s 2012

Olympics, CATIA is used to ensure that complexstructures for the Games and their many associatedactivities are delivered on time, on budget and to the right specifications.

OLYMPIC GLORYThe foremost company working in this sector isArup Sport whose work includes the 2008 BeijingOlympics Stadium, The London Olympics AquaticComplex, the stunning Valencia Stadium, andnew world-class stadia for Ukraine and the MiddleEast. Arup Sport Senior Structural Engineer, KateMcDougall, spoke of her work and the use ofCATIA 3D-based model technology. “The stadiaand sports facilities that Arup Sport is working on

benefit from Dassault Systèmes’ 3D modelingbecause of the functionality and flexibility that thismethodology provides. Our work covers archi-tectural design services, structural, mechanical andfire engineering as well as many other specialisttechnical services. Using 3D CATIA models, theinformation that we need is easy to access, updateand integrate across the internal and externalsupply chains that we operate within.”

Kate added, “Stadia are all unique and they alwaysincorporate complex geometry. Coordinating theirdesign, planning and construction involves makingmany changes and updates throughout the projectslifecycle. This process is enhanced and facilitatedthrough the use of 3D digital models. The softwareallows us to save costs by developing a route tomanufacture early in the project and also by allowingus to make use of standard components to improvequality and make financial savings. The CATIA3D-based model methodology also makeschecking efficient, easy and quick since complexgeometry is modelled in three dimensions.”

RULES OF THE GAMECATIA has been used to design many roof systemsfor sports stadia. These are becoming importantshowpieces in themselves with their dramaticoperation and engineering ingenuity. The complexityof these structures which often include intricate

but large scale moving parts is ideal for developmentusing CATIA which, with its kinematic and rulesbased capability is able to show a simulation ofthe moving roof and indicate potential clashes orother problems. Deploying CATIA in this situationit is possible to solve all potential problemsthrough analysis and to refine the design digitallybefore any physical manufacturing commences.

Kate McDougall, of Arup Sport added, “Roofshave to clear certain envelopes and must also ope-rate with maximum efficiency. Developing optimumgeometry and sections is made easier with CATIAbecause it enables the input of parameters thathave an affect on the design, and allows auto-mation of certain aspects in the design process.”

TASTE OF VICTORYZaha Hadid Architects, the award-winning firm, hasbeen commissioned with delivering the spectacularswimming complex for the London Olympics.Partner, Patrik Schumacher, a champion and userof 3D modeling software recently said, “Productivity,creativity and elegance… are available from DigitalProject and the Dassault Systèmes software.”

Geoff Haines, Managing Director of Desktop Engineering, the company that supplied and sup-ports Digital Project and Dassault Systèmes’ 3Dmodeling software at many architecture instaedof architects and engineering companies includingZaha Hadid, Arup, SOM and Allies and Morrisonsaid, “Dassault Systemes’ CATIA brings architects,sports facility developers and the AEC industry theproven benefits of large-scale design and manu-facture software. The CATIA-based Building Information Model, BIM, is a complete set of datathat includes 3D design and manufacturing information, as well as associated rules, methodsand knowledge that govern all aspects of a building or development.”

MIND GAMES Lord Sebastian Coe, winner of the Olympic1500m gold medal in 1980 and Chairman of theLondon Organising Committee for the OlympicGames (the organisation in charge of overseeingthe development of the Olympic Games), issomeone who certainly understands the signifi-cance of well-executed design in sports facilities.He recently spoke at the opening of a new trainingfacility, “I know just how important that extrahundredth of a second can be and these facilitieswill enable athletes to develop and hone theirtechnique allowing them to be at the top oftheir game.”

It is well known that great facilities enhancesports to produce better outcomes. Across theworld CATIA users are developing and buildingever-more advanced venues that help humanbeings excel at what they do best •)

Pushing the Limits in SportsFacility Design

Productivity,

creativity and elegance

are available from CATIA.

«Detail view of steel fabrications at Beijing Olympic Stadium.

Stadium design is a series of repeated patterns developed with CATIA technology.Stadium design is a series of repeated patterns developed with CATIA technology.

© B

en M

cMill

an.

© B

en M

cMill

an.

Sports facilities and stadia are seen by the world both live and

at home as ever-greater sporting events fill our leisure time. Now

considered an urban essential, these increasingly sophisticated

arenas benefit from Dassault Systèmes’ CATIA design-to-build

technology that generates 3D models for a better outcome.

]By Nick Lerner

For more information:www.arup.comwww.zaha-hadid.comwww.dte.co.uk


3D CATIA model of theBeijing Olympic Stadium.

More about Gehry TechnologiesGehry Technologies is a consulting and deve-lopment firm providing solutions tailored to the architecture, engineering and constructionindustry. Gehry Technologies is also a DassaultSystèmes CAA Gold Partner and embedsCATIA technology into its software platform.Digital Project™ is a revolutionary new softwareplatform for building teams to realize ambitiousbuilding projects working through digitaltechnologies. Gehry Technologies createdDigital Project™, a CATIA-based BuildingInformation Modeling (BIM) system thatcombines 3D design and data managementcapabilities with project experience gainedwhile using Dassault Systèmes’ 3D solutionsover the years, and dedicated software developed by Gehry Technologies.www.gehrytechnologies.com



Around the world sailing race require anew 60 foot yacht and a tight, efficientteam to support the captain who will

circumnavigate our planet non-stop and single-handed for the race’s 3 months duration.

The boats used for this high order technical and human challenge are specially designed and constructed for the race and represent theultimate in technology, performance, and safety.Among the innovations is the use of DassaultSystèmes CATIA by Simon Rogers TechnicalTeam Leader and yacht designer.

KIDS STUFFSimon has known yachts all his life having worked with his ‘Yachtsman of The Year’ and winnerof the Admirals Cup father, since before he couldwalk, graduating from University in Yacht Designand living in Lymington, Hants, where sailing is all and the Solent beckons from the end of the High Street.

Simon, and his company Rogers Yacht DesignLimited decided to invest in Dassault SystèmesCATIA based technology to develop the new Artemis Ocean Racing 2 IMOCA Open 60 VendéeChallenge vessel. He explained the choice. “Thetechnical needs of producing a boat for the Vendée Globe Challenge require a design-to-manufacture system that is capable of manythings. For the same reasons that most F1 teamsuse this software we use it too. We develop robust innovative designs that are performanceproven through examination of an accurate 3D digital model of the boat.”

MIRROR CALMDassault Systèmes UK Value Added Resellers, Intrinsys, said of the software, “CATIA, which is already the standard design-to-manufacture PLMsystem in the automotive and aerospace industries,is also the standard with many yacht designers including Beneteau, Oyster Marine and the ArevaChallenge Americas Cup team who deploy it and

reap the productivity benefits enjoyed by all users ofthis advanced technology. The ability to build andtest a 3D digital model allows Rogers Yacht Design toknow that the designs it develops are a true reflec-tion of their intentions and that the resulting boat willbe equally so. Whether you have a small number ofseats (currently 3 at Rogers) or thousands, as at amultinational user, the same advanced working methodologies and consequent benefits apply.”

WORKS TO RULE “Designing a yacht using CATIA methodology allows us to view details as well the whole picture. This suits us perfectly allowing ideas tobecome possible. Another great advantage is that we can, for example, change the centreof buoyancy or the hull line and by defining otherfeatures of the boat’s parameters as rules, thosefeatures adjust themselves parametrically. This is of enormous benefit when designing a boatsince it can accelerate in any direction and evensmall design changes can have dramatic effectson performance and handling.“Among the means that we have developed tocontrol and maximise the yacht’s performance is a new wing rig (mast) which we sought the help of Boeing to optimise. As fellow CATIAusers data transfer was a simple matter.

Another innovation on Artemis 60 is the steppedhull - a design concept originated by the speed-boat industry and adapted by us for sailing.

“CATIA was used to design, produce and locateequipment in optimum positions. This includesthe radical interceptor on the transom thatconforms to the organisers rules and allows foreand aft trim variation to optimise performanceand stability”.

SAFETY FASTSimon commented, ”This boat has been designedwith powerful aggressive British good looks and handling to match. She has been built to besailed at extremes. In the Southern Ocean Jonnywill take her into our most dangerous sea environ-ment with slim chances of survival or rescue if theworst occurs. A place where the wild seas testthe strength and will of sailors and boats thatdare to venture there. In these waters, wavesthat tower above the boat with its 100-foot

Skipper Jonny Malbon aboard Artemis 60.

CATIA model of Artemis 60.

in practice

Non-Stop Around the World

]By Nick Lerner

so that Jonny Malbon will feel relaxed and securethroughout the race even though he will be sailing at an extreme level. This will enable him to use the boat’s performance to maximum effectthereby giving the Artemis Ocean Racing 2 teamthe best chances of success •)

carbon mast will toss the Artemis 60’ relentlesslyfor days.To compete better in this heroic human endeavourwhere Jonny and the other team’s skippers carryaboard hopes and dreams, Simon Rogers hasused the 3D digital boat model in a sophisticatedprogramme that simulated its voyage 10,000times through 12 years of historical weather datain a bid to optimise the rig and equipment as wellas the hull shape.

Simon added, “Boat design is a very mathematicalprocess where load cases, engineering units and forces govern our work. Powerful tools areneeded to calculate and control them. Boat design is also an art which requires tools of equalutility. CATIA meets both of these needs and also offers a chance to try ‘what if scenarios’using variants on the 3d model to explore the effects of design or specification changes. Thisfacility provides great design freedom becausethe effects on the boat of trial designs can be seen quickly and in context of both the craftitself and the environment that surrounds it. Simon concluded, “I am the designer of this boatas well as the leader of the technical team, andthis carries the responsibility of a man’s life.CATIA has allowed me to make Artemis 60 sail

CATIA has allowed

Artemis 60 to sail securely

at an extreme level.

«

For more information:www.rogersyachtdesign.comwww.intinsys.co.uk


A new round the world race yacht

has been developed in the UK using

Dassault Systèmes technology

to achieve design excellence,

unmatched performance and high

levels of handling and safety.

Artemis 60 sea trials.


in practice


its services and has expert staff located incustomers’ production plants across 4 continents.Managing Director John Mulgrew explained thecompany’s success, “We recognised that there issignificant global demand for the services that weoffer. From our own experience of manufacturingand installing precision tooling for body in whiteproduction, we are able to recognise the specificengineering services that are needed to maximiseaccuracy in manufacture. These are related tothe processes that surround the tooling includingman, machine and robot interaction.

“Since DESign SA is South Africa’s foremost tierone aerospace and automotive supplier we havenaturally adopted for ourselves the same techno-logy that is used by the OEM’s that we work withand we operate to the same exacting standards.By using CATIA and DELMIA we manufactureand set up tooling systems that have been provendigitally, using 3D models, so that less time needsto be spent on site.”

ROBOT CONTROLDave Kupferman, Director of Robotics and Automation takes up the story, “Our Offline Programming (OLP) includes positional data and instructions to factory floor PLCs to control

lines and third party devices including robots,conveyors and carriage systems.” He cites anexample of the benefits of programming in advance of installation, “In one case the deliveryof line-side robots was delayed by six weeks,which would normally result in delays in programming and optimising the equipment on site. However, by using CATIA and DELMIAto simulated the production equipment at its location we were able to programme it in advance of arrival, and then quickly make simple adjustments to compensate for physicalconditions at the site, once it was installed.”

An additional advantage of using Dassault Systèmes 3D model based technology in thisway is that more time is made available to signoff programmes; time that can which can beused develop further cost saving programmes.Tolerance conditions within the production environment, components and tooling meanthat adjustments always have to be made onsite but the time saved by OLP adequately provides for these eventualities and brings otherbenefits to the process. One of these is, thatwelding guns can be selected to be right first time and not changed once it is realisedthat the wrong heads have been specified. Further, tool movements can be optimised to achieve the greatest efficiency and reduce‘air time’, i.e. the time that tools are betweenfunctions and therefore unproductive.

SAFE POSITIONDave added, “The methodology that we developthrough using CATIA and DELMIA is transferredto users providing, not only the optimum productionenvironment, but also higher safety levels for workers.This is done by simulating actual human workingconditions to ensure that light curtains and othersafety equipment is correctly positioned.

“One of the great advantages of using CATIA andDELMIA in this way is that the standards issuedby our automotive and aerospace OEM customerscan be adhered to with absolute veracity throughoutthe processes of design manufacture and com-missioning. For example, tooling componentssuch as cylinders, risers, L-blocks and shims canbe called up to customers’ specifications savingtime while ensuring that standards are met.”

John Mulgrew spoke about the business advantagesof that DESign SA has experienced, “We startedthis company by bringing a great deal of expe-rience gained at Toyota, VW and BMW and haveinitiated our internal training programmes basedon Kaisen. This has led to the company’s engi-neering practices, which aim - for perfection. Bygathering the experience gained from workingwith the world’s foremost manufacturers and employing those practices at DESign SA, we haveachieved a very high level of internal productivityand accuracy. Our Offline Programming and software skills are utilised to their best advantage

because we are able to understand the means of production in the context of software pro-gramming requirements. This positions us ideallyto provide OLP services to industry in the know-ledge that their cycle-times and productivity will be improved.

AWAY TEAM“For this reason we have staff all over the worldand have become a great South African successstory. For example, we have team of programmersin Germany, Canada, the UK, Australia, and atfactories in South Africa.

CATIA and DELMIA

free up time that can

be spent developing more

cost efficient programmes.

«

Advanced manufacturing at DESign SA.

Engineers at DESign SA.

“By making the choice to use Dassault Systèmeswe have not only benefited from the power andrules based methodology that the software offers,but have also been able to partner with a localDassault Systèmes Value Added Reseller, CDC,which has helped us to maintain our systems tomaximum advantage.

John Mulgrew concluded, “We have built astrong engineering and technology companyfrom the ground up and proven that with the rightmix of skills and procedures, along with the righttechnology and partners it is possible to take onthe world - and succeed” •)

South Africa’s leading automotive and aerospace tooling supplier is part of the DESign SA group which provides

engineering services, based on the most advancedtechnology available today, to customers aroundthe world.

Starting from scratch 10 years ago and nowcomprising of 200 qualified engineering staff, thecompany brings Dassault Systèmes CATIA andDELMIA based methodologies and programmingto automotive and aerospace OEMs and theirsupply chains. DESign SA exports around half

Out of Africa

3D model of tooling design.

Advanced Tooling modeled in 3D.

Right first time through3D mehodology.

Contact mag | n°9 29

Building a company from zero to an industry leader and a world-beater

in just 10 years takes courage, skill, determination and the right

technology. DESign SA has done all this and is set for further success.

For more information:www.des-ign.co.zawww.cdcza.co.za

Production environmentoptimised using DELMIA.

]By Nick Lerner


academics


IN A FIXQueens University in Belfast, Northern Ireland, hasbeen conducing research into cognition usinganimated instructions based on Dassault SystèmesCATIA and DELMIA DPM softwares and it plansto use 3DVIA to extend its work in this area.

Cognition is defined as the mental faculty or processof acquiring knowledge by the use of reasoning,intuition or perception, and at Queens Universitythe schools of Engineering and Psychology havebeen collaborating to understand more aboutlearning in a bid to improve industrial productivity.

Gareth Watson, a PhD student at the Universityexplained the work that he has been conducting.“We have been looking at the psychology behindlearning and discerning the human factors thatinfluence the use of work instructions. We ran aseries of experiments where groups of peoplehad to perform complex engineering assemblytasks using different kinds of instructions; written,static diagrams and animated 3D models.”

Gareth continued, “As expected animation teachespeople fastest static images second and writteninstructions third. Animation is 37% quicker tolearn by than written instruction and 16% quickerthan static images. Quality is also improved.”

LESSONS LEARNEDThe ease with which the 3D models were built andanimated made experiments quick to set up usingindustry standard Dassault Systèmes V5 PLMsoftware. Since the University has strong contactswith UK industry, genuine aerospace and auto-motive assemblies were used so that the study’sCATIA based methodology can be brought tothese industries as well as others that the depart-

The Nuts and Bolts of Cognition

engineering staff alike, the ability to interact with complex instructions and perform high levelwork with increased productivity benefits. Further,by allowing access to CATIA models using thismethodology, the intelligence that has been builtinto the model can be passed to others in theproductivity chain. This also adds considerablevalue to a firms intellectual property by passingknowledge through the business in ways that immediately benefit productivity.”

MINDFUL OF CLARITYCathy Craig Senior Lecturer in Perception atQueen’s University’s School of Psychology hasbeen involved with several industrial cognition

in cognition and learning where we have helpedthem to apply Dassault Systèmes software totraining systems and documentation. This soft-ware produces better work instructions and addsreal value to the academic work of the university.”

GOOD DEGREE OF IMPROVEMENT“The need for language independent instructionsfor technical publications and methods is growing, particularly in aerospace where industryglobalisation and the portable nature of aero-planes means that engineers of various nationalitiesneed to access complete and up to date workinstructions.” Said Sue, “Dassault Systèmes software offers engineers of any level, and non

projects and commented, “Dassault Systèmessoftware allows the benefits that have been de-veloped by very skilled people to be understoodby others and used to improve production andmaintenance output.

“This work has implications not only in industrybut in activities such as sport where trainers can observe situations from another person’sperspective using avatars. This work feeds backinto industry and helps us to understand throughvisual feedback and mental models how production processes and their organisation can be improved.”

GRADUATION DAYCathy concluded, “Applied has helped us to develop highly beneficial methodologies usingDassault Systèmes industry standard software.This crosses language barriers by avoiding linguistic misunderstandings and delivers fasterlearning using better processes and ultimately a more controlled and productive industrial environment” •)

Assembly task used in learning experiment.

Animation development.

Learning task modeled and animatedin 3D Dassault Systèmes software.

]By Nick Lerner

For more information:www.nitc.qub.ac.uk www.appliedgroup.com

Improving industrial learning and the processes that govern

it is being undertaken by a team of engineering and psychology

academics together with software industry application specialists

using Dassault Systèmes technology.

ment of Mechanics and Aerospace works with.Joe Butterfield, a Research Fellow at that Department said, “We have proved the case forthis value added extension in the utilisation ofCATIA 3D digital models, used in conjunctionwith DELMIA, as tools for training industrial assembly and its management. Further, since an assembly task is also governed by how well it has been optimised planners can use this methodology to design better and more efficientassembly strategies.”

LEARNING MENTORThe Dassault Systèmes Value Added Resellerthat supports Queen’s University with CATIA,DELMIA and 3DVIA, is Applied PLM Solutions.Applied’s Director of Operations, Sue Clark detailed her company’s work, “We provide theuniversity with software training and because we have close connections with the automotiveand aerospace industries we are able to ensurethat the university maintains its systems andpractices to current industry standards.”

Sue continued, “It is important for the universityto demonstrate potential return on investmentwhen its work is transferred to a commercial environment and Applied is instrumental in this using its broad based industry knowledge.Our most recent work with the university has been


Animated assembly task developed in 3D with CATIA and DELMIA.


08 2

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Contact T h e D S P L M M a g a z i n e

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Consumer Packaged Goods PLM, the Path to Innovation

With 3D, your customers are your best designers.Working in 3D lets you integrate your customers’ preferences into your project

more easily than ever, even online. Together, you can create, share and expe-

rience your ideas - all in 3D. With Dassault Systèmes solutions, your company

is empowered by a new, universal language to invent the product of the future.

Discover SolidWorks, CATIA, SIMULIA, DELMIA,

ENOVIA and 3DVIA at www.3ds.com

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